Wine adverts must be specific

A Lincoln University marketing lecturer suggests wine companies should promote their wines in particular settings, such as at family dinners or parties.

Consumers will think of those wines when they are preparing for an event shown in the advertisements.

The technique is called framing and could be useful for Kiwi wines here and overseas, marketing lecturer Sharon Forbes said at the Romeo Bragato conference, which wrapped up on Saturday night.

An example of framing was Kelloggs running a campaign showing children coming home from school and eating cornflakes for an afternoon snack rather than just a breakfast food. Cornflakes sales shot up after the campaign, she said.

Dr Forbes surveyed 399 people buying wine in liquor off-licences in the United States, Britain, Europe, Australia and New Zealand.

She found 75 per cent of all wine was bought to go with a meal, mostly with their partner, followed by family and friends.

But fewer people in New Zealand bought wine for meals with a partner, she said.

"There's an opportunity to make wines suitable for everyday meals with partners."

The US bucked the overall trend, with most people surveyed buying wine for drinking on its own without a meal, she said.

She also asked if the wine was being bought to drink privately with family and friends, or "publicly" to entertain guests, she said.

Kiwi wines were selected for both situations, which meant the industry did not need to change its market perception, she said.

- The Marlborough Express

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